La digitalización de la experiencia enoturística: una revisión de la literatura y aplicaciones prácticas

• Gorka Zamarreño Aramendia ^[1] ; Elena Cruz Ruiz ^[1] ; Claudia Hernando Nieto ^[1]
  1. [1] Universidad de Málaga

     Universidad de Málaga

     Málaga, España

     
• Localización: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales, ISSN 1696-019X, Nº. 33, 2021, págs. 257-283
• Idioma: español
• DOI: 10.31921/doxacom.n33a930
• Títulos paralelos:
  • Digitalization of the wine tourism experience: a literature review and practical applications
• Enlaces
  • Texto completo
• Resumen
  • español

    La evolución tecnológica unida al uso de las tecnologías TICs y otros recursos de comunicación digitales como la realidad virtual, aumentada y la tecnología 4D están transformando el ciclo de la experiencia turística. El turismo del vino debe adaptarse para que una experiencia enoturística sea inolvidable y por lo tanto sea recomendada debe ser innovadora y multisensorial. Se ha realizado un análisis bibliométrico en base a la literatura científica en relación con la digitalización de la experiencia enoturística y el uso de los recursos de comunicación digital. Se examinaron un total de 72 documentos académicos que arrojan como resultado que los productores pueden incrementar el valor de la experiencia hedónica al acercar la bodega al cliente antes de realizar la visita, durante la misma y en la post-visita. Si la experiencia de todo el proceso es satisfactoria, se consigue un E-WOM (boca a boca digital) positivo y la creación de una comunidad de marca leal.

  • English

    Technological evolution coupled with the use of ICT technologies and other digital communication resources, such as virtual reality, augmented reality and 4D technology, is transforming the tourism experience cycle. Wine tourism must adapt in order for a wine tourism experience to be unforgettable and, therefore, recommended, so it must be innovative and multisensory. A bibliometric analysis has been carried out based on the scientific literature related to the digitalization of the wine tourism experience and the use of digital communication resources. A total of 72 academic papers were examined, with the result that producers can increase the value of the hedonic experience by bringing the winery closer to the customer before, during and after the visit. A successful experience throughout the whole process leads to positive E-WOM (digital word of mouth) and to the creation of a loyal brand community.

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